Brief: BCG's growth is in large part do its expanded capabilities through acquiring and investing in diverse, specialized subsidiaries. To streamline their organization, they consolidated teams into one tech build and design unit. BCG X aims to build a cohesive collective to communicate a focused story to clients and talent. To properly launch BCG X, a brand was needed to signal its evolution beyond consulting, its integrated build capabilities, and its scale of impact to the market.

Challenge: Deliver a new visual identity to create a unified team culture and bring consistency to the BCG ecosystem.

Solution: To align the sub-brand’s positioning and differentiation within the firm and in the marketplace, a strategic brand platform was built around core brand elements of the BCG X story which includes its mission, vision, values, and personality. A comprehensive visual identity was developed to express BCG X’s bold and futuristic vision.
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Role: I worked with the Global Communications Design and the 50,000feet team to ideate and distill brand guidelines, then systematically crafted campaigns and content to promote initiatives for internal and external audiences.